Healthier You, Healthier World
At Aduna, creating a healthier future goes beyond just superfood nutrition. It means driving positive change in everything we do. From the start, our priority has been using business as a force for good - improving the health of our customers while reinvesting in the communities and environments of the producers we work with.
Choosing Aduna is not only about nourishing yourself; it is part of a broader movement towards a healthier you and a healthier world.
Find out more...
Healthier You, Healthier World
At Aduna, creating a healthier future goes beyond just superfood nutrition. It means driving positive change in everything we do. From the start, our priority has been using business as a force for good - improving the health of our customers while reinvesting in the communities and environments of the producers we work with.
Choosing Aduna is not only about nourishing yourself; it is part of a broader movement towards a healthier you and a healthier world.
Find out more...
How it Started
Creating sustainable incomes and opportunities for rural communities has always been at the heart of our mission. It all began in 2011, when we bought our first baobab fruit in The Gambia, sparking a vision to connect the vibrancy of African superfoods with the world. In 2012, Aduna was born and our first product, Baobab Powder, launched in London, quickly finding its first home on retail shelves. As we grew, we stayed true to our roots, introducing moringa to the UK market in 2014 and launching a pioneering baobab production model in Ghana, working hand in hand with three rural communities to ensure genuine positive impact.
Through every step, from making baobab famous with our 2015 campaign that reached over 850 Holland and Barrett stores, to winning a United Nations award for innovative sourcing, we have championed the idea that business can be a force for good. We have nurtured tree planting programmes, launched Super Cacao and Fonio to the UK market, and helped bring African ingredients to global recognition, while continuing to invest at community level.
Today, through initiatives like our zero waste baobab programme and our tree nurseries in Ghana, we are regenerating soils, restoring ecosystems and building climate resilience. Every tree planted and every crop grown, from baobab and moringa to hibiscus, strengthens the land and uplifts the people who depend on it. From our earliest beginnings to joining the World Economic Forum’s Great Green Wall strategy, Aduna’s journey has always been about nourishing people, communities and the planet for generations to come.
Meet Our Producers
Partners
We can't do it alone and we’ll never stop learning. We’re a certified BCorp and proud partners with the African Union, Fairwild, UNCCD, Business Fights Poverty and The Great Green Wall as well as ORGIIS.
